Case 1 - BPC (India) Desktop, Mobile & App

Situation

While auditing the digital account, there seemed to be a opportunity to Improve the Shopping Feed as PLA was one of the major performing campaigns and had a scope of impacting the overall performance given the nature of the business.

Task

Change the primary shopping feed from Manual to Automatic using API.
Research the BPC market and make data driven decision using Google Merchant Center Data.
Analyse the account during peak seasons and make necessary adjustments.
Managing & Coordinating with agency on a daily basis to implement the strategies discussed with internal teams & stakeholders periodically.

Action

Coordinating & scheduling the interactions with the tech, product & other internal teams along with google support to set up the automatic shopping feed with the help of Google Content API method with in the deadlines.
Prepared a deck on Google merchant center data on top shopping products and their prices internal vs competitors along with the segmentation like Catalog/Brands/Items etc. with various stakeholders across the company.
Analysed and strategically optimized the account during a major festive season where top industry competitors were going aggressively with their marketing.

Result

Saved a substantial amount of marketing spends by strategically optimizing the account during the peak festive season so as to not compete aggressively with big players.
Removed of dependency of manual work involved with feed and reduced the man-hours by implementing the shopping API.
Influenced the stakeholders on across different verticals like existing prices, inventories, products & brands associated with the company as compared to consumers demand and competitors positioning.

Case 2 -Apparel (India) Desktop & Mobile.

Situation

One of the leading apparel companies in India saw a huge potential in their online business during the COVID era and wanted to shift their focus to digital platforms more in order to position themselves better in market for potential future.

Task

Overall restructuring of the accounts digitally according to their website layout.
Managing & coordinating with the agency on a daily to execute the planned strategies strategically.
Understanding the alliance, affiliates and other digital business with 3rd party vendors to build strong strategic partnerships.

Action

Restructured the digital accounts and segmented strategically to in order to bid efficiently and allow the ML to perform and analyse better.
Coordination with stakeholders and some major 3rd party vendors in leading B2B & B2C corporate gift cards and coupon/voucher business to improve the digital alliance business.
Spearheaded the strategic communications between agency and first/3rd party platforms to improve the existing digital business and their brand terms and to see, evaluate and finalize new areas of growth by collaborating with new partners.
Coordination with internal team like tech, product, brand, seo & content to stay cognizant and to simultaneously provide and receive valuable feedback's and inputs.

Result

Smashed the existing targets and created the new record of digital business in the first quarter by improving the business by X cr.
Improved the new & existing gift card business and their integration in internal website layouts to increase the business and customer user experience.
Pushed the limits of agencies by strategically communicating ideas on a recurring basis to identify new areas of growth and protect the business trademarks in order to position the business identity from being used by major competitors and other SME business.